ACROSS THE SNOWBELT many runners continue to pursue their passion regardless of how low the temperatures drop. Keeping these diehard enthusiasts warm, upright and safe offers running specialty retailers a steady source of sales until spring arrives.
Usual big winter sellers such as YakTrax, technical socks and gloves have seen sales matching or even beating last years. “Weve been just selling winter accessories a lot quicker this year,” says Catherine Moloznik, a buyer for Fleet Feet in Chicago, IL. “YakTrax we normally sell throughout the season and now were already doing re-orders.”
David Meixelsperger, co-owner of Berkeley Running Company in Wisconsin has also seen strong demand for traction aids. “The most popular item [weve sold are] things you put in your shoes to run in the snow or ice. We carry STABILicers because it has fewer parts.” Shane OHara manager Marathon Sports in Boston also reports increased sales for YakTrax after the first major snow of the season.
New ways to keep runners warm in frigid temperatures have also attracted attention from customers. “The SmartWool neck gaiter has been blowing off the shelves this year,” says Moloznik.
Several retailers remarked that SmartWools newest products have been successful this winter. “SmartWool hats are going really well. Theyre very thin but warm. They fit under a helmet for someone whos riding,” reports Lee Silverman, president and owner of New York-based JackRabbit Sports. “Our sales of hats and gloves continue to astound me,” he continues. “Every year we bump up [our orders] because we run out. This year we ordered a pile of them and we still ran out.”
Although not an unexpected winter bestseller, retailers say they saw higher than usual sock sales this year. Chicagos Fleet Feet sold plenty of Merino Wool socks, specifically Feetures! Socks. Moloznik reports, “The idea of socks that will work to keep your extremities warm during these cold months are a great selling point on the sales floor. They are also darker based, which extends the life of the socks. White socks hold the dirt and such that gets in running shoes while running through the rain, snow and sleet.”
Silverman mused that increased sales of socks this year are from shoppers looking for cheaper Christmas gifts. He suggests consumers are reducing their spending levels on individual gifts and looking for more value.”SmartWool socks [are] selling better than I expected,” he notes.
The Mizuno Breath thermo with body warming technology socks have been flying off the shelves at A Running Start in West in Reading, PA. The store sold out of the socks in two weeks. Owner Sorita Averill reports, “They heat up as you sweat and regulate your body temperatures. I ran 14 miles and I stepped in a puddle at mile 5
and I could actually feel them heat up.”
Averill has also seen success with thermal base layers. “The surprising mover that could cross between an apparel or accessory piece would be our Craft proZERO long underwear,” she continues. “This is the first season we have booked long underwear. Our consumers are grabbing them to throw under their winter tights and/or pants.”
Obviously, odd weather patterns this season have affected sales, both in what customers are buying and when. In Chicago, Moloznik says, “People are buying earlier this year. Theyre trying to run all winter long and weve been having a little bit harder winter this year.”
Meixelsperger reports that as a retailer he appreciates companies that clarify on their packaging in what types of weather and levels of temperature their clothes should be worn. “Sporthill does a nice job in breaking their clothing down into different zones, depending on the temperature outside,” he says. “They are by far the most-requested pants.”
Equipment and apparel that increases runners visibility on dark winter nights have are also selling well. Meixelsperger reports that he has been surprised by the sale of lights that runners strap across their forehead during runs. “Lights [are a] nice stocking stuffer, nice price point,” he observes. “Petzl and Fuelbelt [have] a light you can put on your head or arm with red flashing or white beams. That [being a top seller] was a surprise for me last year, too.”
Campbell adds, “People are being more cautious about being out. The Nightlife collection from Brooks [is big].”
Though hats and traction aids have done well as expected winter sales leaders, the apparent runaway hit across the country this winter has been the Garmin Forerunner 405, a touch-sensitive GPS fitness watch that is the size of most normal watches. The device can wirelessly download run data as soon as the wearer is within wireless range of their computer. “Everything is controlled through the touch bezel by either touching or swiping the face of the watch,” saysarmin representative Jake Jacobson.
Despite the product being released in April, some mixed reviews from retailers and a hefty price tag; the majority of the stores interviewed claimed that the GPS watch was the biggest sale of the season.
“Garmin sales are through the roof,” says buyer Ed Reigert at Denver, CO-based Runners Roost. “The GPS monitor is a newer unit. It debuted at the Boston marathon in April [and weve] had it about six or seven months. Thats been doing really well.”
Jeff Campbell, general manager of the Atlanta branch of Big Peach Running Company agrees, “Even though [the 405] came out in April, it is probably our number one sold item right now, as far as electronics go. Since the 405 is still pretty new, a lot of people are still picking that out. People are trying to track themselves.”
At Marathon Sports in Boston, OHara adds, “We did really, really well with Garmin and also we did really well for them with the European market. It was a great tourist season. One guy came over and asked if we had it in another color and took two of them.”
Meixelsperger said that the Foreman interest was much bigger at his store last year. He explains, “I think the economy has cut down on our request for Garmins this year. I have not seen as much of a splurge as last year.” Campbell thought it was odd the economy didnt have as much of an impact on his Atlanta locations as he had expected. He adds, “The most funny thing to me is people are spending $400 on a GPS unit. Thats kind of a little bit surprising on how many were actually going through.”
Older models of the Forerunner, such as the 205, are also seeing higher sales numbers. Still, not all retailers are sold on the 405s qualifications for such big numbers. A Running Start did not experience as large of a sales boom from the 405 as others interviewed, because several customers were unhappy with the product. “The 405 is not selling well because its not very good,” comments owner Sorita Averill. “I wont even stock them because theyve had so many problems. The 405 is more like a watch size, but the reason the 405 is not doing as well is you can accidentally hit it and because its touch technology, you can turn it off. Thats been a big complaint the quality isnt that great. And the 205s so much cheaper it does great. I wear it when I run and I can easily sell it.”
The success of the 405 has created sales for less expensive alternative products, such as Nikes iPod Sport Kit. Campbell commented that more price conscious shoppers are drawn towards iPod accessories that allow them to track their runs using new iPhone and iPod touch technology. The iPod pouch can be attached to the top of any brands shoe, allowing runners to use the iPod running technology that before had been limited to people wearing Nike+ compatible shoes. “We definitely sold a ton of those. A bit of an easier way and a cheaper way [to track your run].”
Runners Roost had increased sales as consumers sought a cheaper, but still effective, alternative to more expensive Garmin GPS products. Riegert says both the iPod nano and the Garmin 405 products measure distance run, just using different technologies. “The iPod does stride length, and the Garmin by triangulating [the runners position],” says Riegert. “Theres a vast difference between price points,” he continued (Garmin 405 costs between $300 to $350.) “If someone has a nano its kind of a no-brainer. They can just get the iPod pouch.”
With several months left in the winter of 2008-09, retailers dont seem to mind the frequent snow, blustery winds and single-digit temperatures. They just happen to have the product selection their customers need to stay warm, upright and on track. And that keeps them coming back through the door.
